The Demand Distribution curve illustrates how a TV show’s popularity compares to the demand benchmark, which is a measure of the average demand across all titles. The curve is divided into performance buckets, ranging from “Below Average” to “Exceptional”. A show falls into one of these performance buckets depending on how many times more or less demand it has compared to the demand benchmark.
The show’s performance is market-specific, e.g. the same show can be in the “Average” range in the United States and in the “Good” range in France.
As an example, if a show has 9 times more demand than the demand benchmark, it falls in the “Outstanding” performance range; only 2.7% of all shows in the market reach this high level of demand.
As an entertainment executive, you need to make informed content-related decisions such as what to produce, acquire, distribute or program. One of the solutions to this is by using demand data that can be obtained from TV series analysis tools like Parrot Analytics. The demand data can provide an understanding of the audience's wants and needs, which is key to identifying what content can generate more engagement and attract new subscribers to any platform. In this article, we look at how Parrot Analytics' demand data can be used to make decisions based on the example of the "Impossible Engineering" documentary series in Canada throughout February 2024.
One of the ways demand data can help inform decision-making is by providing content valuation. By using demand data, entertainment professionals can estimate the dollar value of a title, calculate the ROI, and identify how much a platform-specific marginal revenue contribution will be, etc. For "Impossible Engineering," we see that it has a demand of 3.5 times the average show in Canada over the last 30 days. This information alone is an excellent way to indicate that this title could be a valuable asset for any platform looking to produce, acquire, distribute or program the documentary series.
A significant factor that can help in decision-making is the show's relative demand to other titles in Canada over the last 30 days. "Impossible Engineering" ranks at the 97.9th percentile in the documentary genre, in February, indicating that it has higher demand than 97.9% of all documentary titles in Canada. Also, the show's audience demand increased by 35.8% in Canada in February, indicating that it is quickly gaining popularity. Based on these pieces of evidence, you would assume that "Impossible Engineering" would continue to be an excellent investment for any platform in Canada.
Another key component provided by demand data is the show's travelability. For instance, "Impossible Engineering" provided excellent worldwide audience demand across all platforms but lacked in travelability. This suggests that the show may not do as well outside of its home market, the United States, which accounted for 50% of the show's demand. This information is crucial when considering the structure of the deal when acquiring the rights to a title like "Impossible Engineering" that may still have good demand within its home market but may not have the same impact as an overseas title.
Additionally, demand data can help identify the evolution of a show over a rolling-year period to identify specific trends. In the case of "Impossible Engineering," we see that its peak demand was 8.5 times the average over the course of the entire year, compared to 6.0 times the average in the last 30 days. This indicates that the show has gained more popularity recently than in the past, which can help inform decisions to produce or acquire more episodes of "Impossible Engineering" or similar content.
Lastly, a TV executive can use demand data to learn more about the target audience's Netflix taste clusters. By examining the top 10 global markets where "Impossible Engineering" is the most in-demand, the target demographic or the areas where the documentary series finds the most success can be identified. For example, the show performed better in France than anywhere else globally, reaching a good audience demand of 7.2x. Additionally, the show's momentum, the pace at which it is growing based on demand, is also good and can be used to analyze whether adding or acquiring the title has a meaningful benefit for a particular platform.
In conclusion, Parrot Analytics' demand data can be used by entertainment executives to transform how they make decisions. Demand data can help them acquire titles that match their offerings, produce an original series that Caters to their target audience, and program content that can retain and acquire subscribers. By utilizing the example of the "Impossible Engineering" documentary series in Canada for February 2024, we can see how critical demand data is when making decisions based on content valuation, travelability, momentum, longevity, reach, franchisability, and scalability.
Impossible Engineering's travelability to Canada in the last 30 days is 60%, which means that the audience demand for Impossible Engineering is 60% of the demand in its country of origin, United States. Click through to another market to discover how well Impossible Engineering travels internationally.
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Capture more value from content opportunities in Canada as well as globally. Contact us now to leverage audience profiling, market-based insights, talent scoring and genre clustering to de-risk production investments. Discover new business opportunities in the Documentary genre and assess the strengths and weakness of the competition’s content e.g. Science Channel, leading to increased commercial efficiency and ROI.
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Acquire the best shows from partners such as Science Channel to fortify your competitive position in Canada. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Impossible Engineering), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
Command your Documentary genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as Science Channel by incorporating country-specific trend and market demand factors for all markets including Canada. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Documentary. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as Impossible Engineering, including those that have not even been released. Appeal to your target markets, including Canada, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular Science Channel‘s Impossible Engineering is in any of the following selected markets. Need data for other markets? Find out more about DEMAND360LITE.
Parrot Analytics is the leading global content demand analytics company for the multi-platform business of television. With the world’s largest TV audience demand dataset, the company currently tracks more than 1.5B daily expressions of demand in 100 languages, not only in Canada, but also in 100+ other markets around the world to reveal the television content that consumers watch (viewership) and give their attention to the most.
Parrot Analytics' television demand data highlights the global TV content monetization opportunities for Science Channel and thousands of TV studios, linear networks, broadcasters, pay TV providers and OTT / SVOD platforms.
Unlike TV ratings, our DemandRank TV rating system ensures that important demand signals are weighted more heavily than others: The more consumer effort required; the more importance is attached to each signal. Once all the signals are weighted and combined, the audience demand for Impossible Engineering, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Science Documentary), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2:02 p.m. PST using demand metrics from Parrot Analytics for Impossible Engineering in Canada. We provide our partners with far-reaching television series competencies to help them drive better and more informed content acquisition strategies. Contact us today to find out more.